ADWEEK: How a Sweet, Simple Instagram Photo Gave Rise to a Sweeping Global Travel Brand

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Little did Murad Osmann know that he would start a viral photo series when he snapped a seemingly simple picture of his then-girlfriend, Nataly, and uploaded it to Instagram while on vacation in 2011. The couple was spending a few extra days in Barcelona after a work trip when Murad took a simple shot of her walking through a door spray-painted with graffiti, his arm outstretched to hold her hand